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Dole Fruit Bowls
DESIGN
Addis, Berkeley, California
MARKET
United States
before
Dole had long targeted mothers
who buy snacks for their children.
The old packaging incorporated
some playfulness to that end,
with its images of falling fruit and
bouncing type. When the company
discovered that the mothers—
and other women in their peer
group—were, in fact, buying the
fruit for themselves, Dole knew
its packaging needed to address
these female consumers looking
for healthy alternatives. The
company also wanted a more
unique, ownable look.
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after
The redesigned package is powerful and
moving on the shelf, with mouth-watering
images and clearly labeled packaging that
leave no question about freshness and
healthfulness in the minds of busy women.
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Job:10-91261 Title:Rockport : Little Book Of Packaging Ideas
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In 1999, fruit company Dole Packaged
Foods in Westlake Village, California,
introduced a product aimed at capturing
part of the growing grab-and-go market.
Dole Fruit Bowls offered several varieties
of healthy snacks in plastic bowls with
peel-off lids. When the product first
launched, it was designed to appeal
to kids—and their moms who shopped
for them—as a lunch box snack. The
company actually promoted the 4-ounce
(113 g) bowls as having dual purposes:
Once the kids finished their healthy
snacks, they could use the sturdy bowls
to plant seeds or collect coins.
Reason for Redesign
Three years after Fruit Bowls hit the shelves, Dole learned
through market research that their target audience was
not what they had expected. Though moms with kids were
still a significant demographic, the largest group of con-
sumers for Fruit Bowls was single women ages 25 to 35.
Dole decided to reposition the product with an aim for
25- to 45-year-old women, with or without families, who
led busy lives and had a difficult time eating well despite
their best intentions. New packaging was needed to
address this older audience searching for a healthy,
convenient snack.
Redesign Objectives
• Target on-the-go adult women who are looking for ways
to eat well and naturally but are limited on time
• Exceed previous packaging’s on-shelf impact, image of
quality and freshness, and system of classifying product
varieties
• Create a proprietary style that reflects the Dole brand
and sets Fruit Bowls apart from other fruit-based snacks
The Results
The new look, with its oversized images of fresh fruit, is
stopping fast-moving women consumers in their tracks
and is carving a special niche in the grab-and-go aisle. The
company has seen favorable market response to the new,
unique look.
Dole Fruit Bowls Design Process
1
2
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Job:10-91261 Title:Rockport : Little Book Of Packaging Ideas
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1, 2
Dole wasn’t sure how far it wanted to go
with its redesign, so design firm Addis set
out to explore a range of possible directions,
reflecting everything from a complete change
in focus to more evolutionary approaches.
Initial sketches reveal a revived focus on
Fruit Bowls’ fresh ingredients, as well as the
possibility of a more innovative physical
structure for the package.
3, 4
The fresh-approach concept (3) conjured up
images of freshness and great taste on a
unique, cylindrical package. The fresh-spirit
direction (4) also experimented with an
innovative new packaging structure—a clear
package that evoked a light, pure feel
suggesting wellness for the mind, body,
and spirit.
5
Some concepts were emotionally based.
The fresh-attitude approach featured
abstract representations of the fruit for a
bright, modern, and sophisticated design
approach that was still friendly and accessible.
6
Other concepts, such as fresh view, targeted
the senses. The package backlit thinly
sliced fruit to allow its natural texture to
shine through, a compelling summary of the
product’s fresh, intense taste.
7
A more evolutionary approach retained the
original packaging’s playfulness but added
a sense of depth and dimensionality to the
floating fruit.
8
The concept finally selected by the client
was the direction Addis termed “fresh
picked:” rich photographic images of whole
pieces of succulent fruit, conveying a sense
of right-off-the-tree freshness.
4
7
6
8
5
3
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